Mutiara Sasi Wibowo, Affifa (2023) Pengaruh Product Placement pada Baskin-Robbins terhadap Brand Recall di Film “Ant-Man and The Wasp: Quantumania”. Sarjana thesis, Universitas Brawijaya.
Abstract
Fakta bahwa televisi merupakan media yang paling banyak dikonsumsi di Indonesia membuatnya menjadi pilihan yang efektif untuk beriklan. Namun, perubahan perilaku konsumen dan kemunculan berbagai stimulus dari brand lain menyebabkan pemasar mencari alternatif media lainnya agar dapat menarik perhatian konsumen kembali sehingga pesan iklan dapat diterima dengan baik. Product placement dipercaya dapat menjadi alternatif karena memiliki karakteristik yang serupa dengan televisi dan juga mampu menarik perhatian melalui penempatan produknya. Tujuan dari penelitian ini untuk mengetahui pengaruh Product Placement terhadap Brand Recall di film Ant-Man and the Wasp: Quantumania. Jenis penelitian ini adalah kuantitatif eksplanatif. Metode penelitian ini melalui purposive sampling dengan sampel 102 responden dan analisis data berupa analisis regresi linier berganda. Hasil penelitian menunjukan bahwa secara simultan, Product Placement (X) berpengaruh positif dan signifikan terhadap Brand Recall (Y). Sedangkan secara parsial, diketahui hanya dimensi Plot-Connection (X3) yang berpengaruh signifikan terhadap Brand Recall (Y).
English Abstract
The fact that television is the most consumed media in Indonesia makes it an effective choice for advertising. However, changes in consumer behavior and the emergence of various stimuli from other brands have led marketers to seek alternative media in order to regain consumer attention so that advertising messages can be well received. Product placement is believed to be an alternative because it shares characteristics similar to television and is also capable of attracting attention through the placement of products. The purpose of this study is to determine the influence of Product Placement on Brand Recall in the film Ant-Man and the Wasp: Quantumania. This research is of the quantitative explanatory type. The research method involves purposive sampling with a sample of 102 respondents and data analysis in the form of multiple linear regression analysis. The results of the study show that simultaneously, Product Placement (X) has a positive and significant effect on Brand Recall (Y). Meanwhile, partially, it is known that only the PlotConnection dimension (X3) has a significant effect on Brand Recall (Y).
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 052311 |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Ilmu Komunikasi |
| Depositing User: | Annisti Nurul F |
| Date Deposited: | 20 May 2024 06:39 |
| Last Modified: | 20 May 2024 06:39 |
| URI: | http://repository.ub.ac.id/id/eprint/219657 |
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Text (DALAM MASA EMBARGO)
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